Two words that should really send a collective shudder through any marketing department: re-branding.
So far Pepsi has been pilloried for its pseudo-scientific new design process for its new logo, and Kraft foods stepped in it too. But the gold this year goes to Tropicana. The same company that used to send special railcars to the north that were so well known people stopped to photograph them.
But all good things must come to an end. In the case of Tropicana, it was their branding. They managed to not only alienate loyal consumers, they managed to alienate them to the point that they switched brands completely. Whoopsie.
Maybe it's because Tropicana is part of PepsiCo, or maybe it's all just coincidence, but it seems to me that what's coming out of Pepsi central is more and more resembling what comes out of the south end of a cow.
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